MUMBAI: US beverage giant PepsiCo has inked a licensing deal with Indian licensing firm DVB Brands to launch lifestyle-based sports footwear in the country.
An AdAge report says PepsiCo’s brand extension plan is driven by PepsiCo globally, and not the Indian firm. PepsiCo senior VP, Global Beverage Group, Kristin Patrick has been quoted as saying, “Our iconic brands have enabled us to provide consumers with new ways to engage with PepsiCo – whether it be in a can or apparel or accessories. We are creating new opportunities for consumers to engage with our brands across multiple touch points and with strong partnerships with brands including Zara, H&M and Fila.”
The Pepsi-inspired footwear will be available in India via e-commerce sites such as Myntra.
Chandi Batra, chief executive officer of DVB Brands, has been quoted as saying that the range is “directly youth-focused.”
